Email Marketing: Click-to-Open Rate

Email Marketing: Click-to-Open Rate

KPI Details

Email Marketing: Click-to-Open Rate measures the percentage of emails opened by customers or subscribers over a certain period of time that result in a click somewhere within the email body. A relatively low value for this metric is typically related to a few common factors, including emails that are irrelevant to the lead's interests, unclear email messages and instructions, email messages believed to be from untrusted sources, and email messages that sound too robotic (i.e., lack a personal touch). Each of these factors can result in poor overall reach and conversion rates.

KPI Definition

The percentage of emails opened by customers or subscribers over a certain period of time that result in a click somewhere within the email body. Segment based on campaign or content to compare email marketing methods.

KPI Calculation Instructions Email Marketing: Click-to-Open Rate?

Two values are used to calculate this KPI: (1) the number of opened emails that results in a click somewhere within the email body (typically on a link or ad banner), and (2) the total number of emails opened by customers or subscribers over the same period of time. Count any email that results in multiple clicks only once in the numerator. In this calculation, include emails that have resulted in a click whether the click occurred after the email is first opened or after a subsequent opening.

KPI Formula :

(Number of Emails that Result in a Click Within Email Body / Total Number of Emails Opened) * 100